Gender and loyalty in the context of mobile services

Heejin Lim, University of Tennessee, Knoxville
Archana Kumar, Montclair State University


This article aims to investigate gender differences in the process of loyalty decisions in the context of mobile services. A research model is developed to examine the effect of service quality and perceived value on loyalty intention through satisfaction. Findings from this study reveal that women tend to be influenced by service quality more strongly than men, while men focus on perceived economic value in loyalty decisions. The study results provide helpful insights to mobile service carriers regarding their advertising and promotion strategies for targeted gender groups.